Benefits of a Multichannel Approach
Real-time inventory systems have helped retailers track the movement and availability of their products between stores, distribution centers, and home delivery couriers. In addition, with multichannel integration capabilities, it is now possible to offer customers more transparency about their orders when purchasing online since orders are tracked automatically.
“You Can Look, but You Can’t Touch.”
Online shopping has been growing exponentially, but one drawback is that customers cannot physically interact with food before purchasing. At traditional brick-and-mortar stores like Walmart or Target, shoppers or store pickers can choose specific steaks from the meat counter. They can also feel how ripe an avocado or banana is by touching them firsthand. This personal touch isn’t possible on eCommerce sites like Amazon because everything is ordered online and delivered straight to your doorstep.
The multichannel approach enables retailers to bridge the gap between online and in-store shopping by giving customers flexibility. For example, customers may opt for home delivery or pick up items on their weekly shopping list and then create a second list for in-store visits for perishables, meats, and vegetables.
Customers Spend More
According to new research from Symphony RetailAI, multichannel grocery shoppers spend on average 20% more on purchases and shop more frequently compared to those that just visit the store. The convenience and speed of online is hard to beat. Online makes it easier to create grocery lists and helps customers not to forget anything that is needed as you might in a regular in-store shopping trip.
Customers who purchase products online and do curbside pickup aren’t exposed to traditional in-store marketing efforts. Therefore, having a cutting-edge flyer design that integrates with your website features makes it easier to sell products and offer those impulse buys.